Raymond takes 'The Complete Man' legacy a step further

Conceptualised by Famous Innovations, Raymond's latest brand campaign is based on the sentimental father-daughter relationship as the young girl becomes a teenager

Aahiri Ghosh Dastidar | Delhi | October 14, 2014

Click on the image to watch the TVC.

Raymond, India's clothing and fabrics brand, has announced the release of a new brand campaign conceptualized by Famous Innovations. The campaign comprises two TVCs, with a supporting social media and cinema plan, the first of which is launching this week. The second TVC is expected to go on air later in the week. Building on the company's traditional positioning of 'The Complete Man', the films aim to reveal new dimensions of the personality while staying true to the timeless values of brand Raymond.

The first TVC, titled 'Holding On,' profiles the relationship between a father and his teenage daughter. It is centered round the theme of holding on to children as they grow older. The 60-second TVC starts with the teenage daughter holding her father's hand as he talks to her. Suddenly her friends call her and the girl is seen looking imploringly at her father so that she gets permission to join her friends. The father becomes a bit emotional and he is seen remembering certain things like when his daughter was a kid and her father's hand was the most reassuring thing for her while sleeping, swimming, etc. The father understands that his little daughter has now grown up, so he decides to let her go to her friends. The TVC ends with a voiceover saying: 'Many things make a complete man, letting go is just one of them.'

Sanjay Behl

Sanjay Behl, CEO, Raymond Ltd, said, “Raymond's core brand proposition of 'The Complete Man' has timeless relevance and has always stayed at the heart of our product ethos. However, the brand expression needs to be constantly evolved in an ever changing socio-cultural backdrop. The new thematic brand film with its refreshing insight builds relevance for 'The Complete Man' in today's context. The brand campaign will be supplemented with a series of simple, engaging and impactful product proposition films to further enhance Raymond's strength in diverse product categories."

Raj Kamble

Raj Kamble, Founder and CCO, Famous Innovations, is confident about the campaign. “The legacy of 'The Complete Man' is truly awe inspiring. I worked on this brand at the start of my career 20 years ago, and it is an honour to be able to take it forward today. Being a proud father of a daughter myself, I can say that this film was born from our experiences. I am confident every father who has a daughter will connect with this.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Raymond Limited

Agency: Famous Innovations

Creative Team: Raj Kamble, Hayden Scott

Planning: Arun Raman

Account Team: Arjun Sen, Shweta Goud

Agency Producer: Shridhar Bhave

Production House: Ramesh Deo Productions

Director: Abhinay Deo

Executive Producer: Apurba Sengupta

DOP: Karthik Vijay

Music: Amar Mangrulkar

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